×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Study shows farmers are tech-savvy

By Published on .

Most Popular
Kansas City, Mo.—Many large-scale farmers are tech-savvy, according to the newly released “Agriculture New Media Usage Study,” conducted by marketing communications agency Nicholson Kovac.

The study found that 62% of large crop growers have sent or received text messages during the previous year.

The study was based on 250 completed personal phone interviews conducted in May. Forty-seven percent of respondents said they spend five or more hours per week online; 85% said they visit Web sites related to their farm operations.

“We know that growers, especially larger operators, are fairly tech-savvy, but nothing exists that we are aware of that validates and confirms their use of new media and social media tools,” Sheree Johnson, senior VP-director of media services at Nicholson Kovac, said in a statement.

In this article: